Promodo drives 84% transactions growth for e-retailer in a competitive niche

comfyco.com

About the customer

Comfyco.com is a large ecommerce site selling contemporary furniture online. The store is NY-NJ based and targets several American states. The e-retailer distinguishes itself as a provider of modern furniture from pre-mium wholesalers at discounted prices.

Challenge

In furniture online market, where almost all retailers offer equal benefits — wide assortment and moderate prices – it is hard to make your brand stand out and grab online searcher’s attention. Comfyco.com had been advertising with AdWords before, but they understood they need more effective campaigns to bring to the site target audience and improve return on investment. So Comfyco.com approached Promodo for PPC campaign optimization which ultimately could result in more sales on the site.

2014

Promodo’s Solution

New, relevant keyword discovery

Having analyzed the keywords Comfyco.com used in former PPC campaigns, we found out that the site wasn’t getting the most out of them: there was lack of product-specific keywords, too many brand keywords and key-words which were misleading online searches. As a result, site didn’t receive enough of relevant traffic.

Based on the site structure, specifically, product categories and filtering options such as furniture color, fabric, material, shape, etc., we determined popular search queries and built new keywords. New keywords were more product-specific and conveyed user’s intention more precisely.

2014

Detailed structure of AdWords campaign

The PPC campaign is easier to manage when it is divided into smaller categories. Moreover, usually well-struc-tured campaign brings better results and more relevant traffic. It is especially valuable for sites with large verti-cal structure, such as online stores.

Around new semantically connected keywords we selected for Comfyco.com we created corresponding ad groups, which allowed us to divide customer’s PPC campaign into categories and make their management more easy and effective. Now we were able to provide more relevant results to the user’s query. If the user was looking for white sofa, he saw the ad for white sofas and was transferred to the relevant landing page, if he wanted leather sofa, the ad brought him to the page with leather sofas.

We took the same approach with remarketing. We altered current remarketing campaigns in order to show different banners to different types of audience. So if the visitor was on the page with chairs, he will see the remarketing banner from Comfyco.com offering chairs when he visits other sites.

2014

Precise targeting

Advertising banners and landing page relevance were one of the key factors contributing to higher conversion on the site. With the detailed structure of AdWords campaign we were able to create separate banners and messages for each group of search queries we targeted. Remarketing banners were also crafted for each type of audience separately. As a result, Comfyco.com ads were successful to offer the exact solution online search-er was looking for. It also helped that keywords we targeted were long-tail and thus very specific, better con-veying the idea of product the user had in mind to buy. So our task was to make sure we are giving the user the most appropriate landing page to maximize the chances of purchase.

In-depth campaign tracking and analysis

Customer site targeted several states in America. We performed ongoing campaign analysis down to districts in order to discover the regions where Comfyco.com ads received higher CTR and conversion rate. For such successful regions we tweaked the campaign settings bidding higher in order to increase the chances of the ad banners to be shown.

2014

results

By working with Promodo Comfyco.com was able to achieve the following results:

- Ads CTR has grown by 25% over two equal periods of time

- Transactions (number of purchases) from AdWords traffic increased by 84,21% in two months

2014

- Percentage of visits resulted in purchase (ecommerce conversion rate) grew by 102,12%

2014

- In remarketing CTR has grown by 63,74% (from 0,40% to 0,66%), ecommerce conversion rate has increased by 36,8%, while conversion cost has decreased by 28%.

2014

End result

New PPC campaign with Promodo generated by 84,21% more sales and doubled ecommerce conversion rate for almost the same amount of money customer used to invest in paid advertising before.

2014

PPC with Promodo

Promodo has been specializing in site promotion in the paid search for many years. We are certified special-ists by Google AdWords, Bing Ads, and Yandex. Our company is a certified Google Analytics partner and our PPC management services are being ranked in the top positions by Topseos.com. We also specialize in online project promotion on Facebook, we visit conferences dedicated to Facebook Ads best practices and keep up with the latest tips and techniques in this field.

Generalmember

2014

Prepared by Promodo

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